🏥 About Vanity and My Role Here

Vanity is a trusted and well-established cosmetic surgery hospital, accredited both nationally and internationally. Although headquartered in Turkey, the vast majority of its patients come from abroad — especially the U.S., Canada, Oceania, and Europe. Each year, Vanity receives around 100,000 leads and successfully performs tens of thousands of surgeries.

In such a high-volume and global operation, technology isn’t just a support system; it sits at the heart of decision-making. That’s especially true for us, since digital marketing is our primary channel. And with over 200 team members across different units, the need for efficient, scalable internal systems is constant.

I joined Vanity in December 2022 as Deputy General Manager of Information Technologies, also referred to as CTO. Since then, I’ve taken an active role not only in operations, but also in shaping strategic initiatives where technology directly drives performance.

🔍 From Manual Chaos to a System That Thinks in Real Time

This is a story I should’ve told earlier. The system we built has been running smoothly for quite some time now. But better late than never: here is the journey of how we transformed our lead management and sales coordination process from manual interventions to a smart, rule-driven, real-time platform.

When I joined Vanity, there was a clear need: to distribute leads arriving from different countries and in different languages to the right sales agents, without relying on manual operations. A rough scoping document existed, but no real system was in place.

The initial setup was primitive: different forms per language, feeding into a Google Sheet, where agents were assigned leads randomly. Every holiday, every new hire or departure, every shift change meant manual edits. Errors were common. So were inefficiencies. The rules existed, but they were enforced by hand.

📉 The Core Problem

  • Multiple forms, fragile and language-specific
  • Manual edits for every holiday, absence, or staff change
  • No way to define advanced rule sets
  • Reporting was either inconsistent or impossible due to scattered data

💡 Our Solution: A Flexible, Rule-Based Routing System

We built a system that took those manual rules and turned them into dynamic, automated workflows. Today:

  • Agents are assigned to pipelines
  • Lead distribution ratios, working hours, and time-off periods are fully manageable
  • Lead routing can be adjusted by language, country, or lead source
  • Max lead caps and agent-level priorities can be easily defined
  • If a lead was previously handled by a specific agent, ownership is preserved

✨ MVP: What the First Version Delivered

The first version of the Agent Management System simply automated the routing logic. But that was just the beginning. Over time, the system evolved into something far more powerful.

📊 What We Added Over Time

  • Country, agent, channel, source, and campaign-level dashboards
  • Google Ads + CRM integration for full-funnel conversion tracking
  • Integration with our Virtual Sales Assistants and their reporting
  • CRM stages are now auto-updated by the system
  • Notification system for missing mandatory CRM fields
  • Team leads can view performance dashboards exclusive to their team
  • Executives receive daily summary reports via email, in addition to real-time dashboards

🫠 Did We Hit Any Walls?

Actually, no. Thanks to solid planning and a sound technical architecture, the entire process ran smoothly.

📈 The Results

  • We’ve seen gains in conversion, efficiency, and cost reduction
  • Lead routing errors dropped to near zero
  • Manual interventions decreased significantly
  • Sales reps can focus more on talking to leads instead of managing them
  • Human error is minimized
  • Performance can be measured instantly, across every dimension
  • Decisions are now data-driven, not instinct-based

🔄 What Started as an “Agent System” Became So Much More

We may have called it an “Agent Management System” at first. But now, it is:

  • A real-time decision support platform
  • A full-fledged SalesForce management tool
  • A holistic, integrated sales performance engine

In short: it became the beating heart of our sales operations.

This system was built and refined thanks to the contributions and insights of a wide range of team members:

  • 👨‍💻 Mehmet Macar — Played a central role in shaping the system’s foundation with his technical expertise and contributions throughout the development process.
  • 📈 Emre Ejder — As our Director of Sales & Marketing, he was pivotal in defining the system’s vision and led the design of performance dashboards.
  • 👥 Aslı Ege Güner & Gaye Kahraman — As sales team leads, they helped clarify real-world needs and shaped the system into a truly user-friendly tool.
  • 🧭 Ömür Kürşat Kurt — As one of our co-founders, he believed in this system from day one and actively supported its functional development and testing phases.
  • 🎯 Hasan Erkin Öztok — Previously responsible for running all control and reporting tasks manually, he provided invaluable insights that improved the platform’s practicality.
  • 🎯 Samed Anık — Helped shape our integration with Google Ads by identifying key reporting needs and guided the process with campaign-level feedback.

To everyone else involved in testing, providing feedback, supporting daily operations — thank you. This system’s success depends not only on the code behind it but also on the discipline and insights from those who use it daily.

🛠 My Role in This Project

From architectural design and product management to hands-on development and technical leadership — I took part in every stage of this project. And I’m truly grateful to remain involved in the continued evolution of a system that keeps growing stronger each month.

🧠 What’s Next?

AYS (Agent Management System) is a living platform. We’re constantly adding new features and improvements. Our next big goal? To infuse the reporting engine with AI and ML — enabling not just raw data, but intelligent insights, recommendations, and reliable forecasts.